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Apple's latest piece of brilliance is this online video that communicates one of their most important values: Doing things better.

Rather than focusing on how amazing their technology is, they focus instead on one of their main values in relation to one of the main concerns (the preservation of the environment) their current and potential customers have. So while emphasizing a positive message they also remove one of the roadblocks many people have in buying another piece of Apple tech.

Granted I'm a fan of Apple products. Their design makes everything seem easier. So yes, I'm already a convert. But watching this video, even though I'm hyper-aware that it's just another piece of marketing, makes me feel a greater sense of loyalty and commitment to this brand. It makes me a better customer because by communicating their values - values with which I identify and agree - they bring me closer to them. They are no longer just a company, a corporation; they are an organization that stands for something greater than the sum of their parts.

They have allowed me to place them in high regard, something I can't do if they remain just another corporate entity. And as I put greater value on Apple as a company, I become more likely to buy again.

So something to think about when planning your online video strategy is how you are going to communicate your values visually and with audio. And it wouldn't hurt to watch this video a few more times either.

-Colette Nichol, Vancouver

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